The New England Revolution franchise of the US’ Major League Soccer (MLS) competition has announced the Proctor & Gamble-owned male grooming brand Gillette as its new main jersey sponsor, in a multi-year expansion of an existing tie-up.
Gillette has been a partner of the team since its foundation in 1996, (and is the naming rights partner of the side’s Gillette Stadium) and now for the first time gains prominent front-of-shirt branding on all Revolution kits.
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The pair will activate around the 2025 MLS regular season, set to begin on February 22 and run through October 18, and will also look ahead to the Revolution’s 30th anniversary in the 2026 MLS campaign.
Speaking on the deal Brian Bilello, Revolution president, has said: “This exciting new chapter in our partnership will create even more opportunities for Gillette to engage with our loyal fans as they help us grow the game here in New England.”
Gillette North America vice president for men’s grooming John Claughton added: “Gillette has a long-standing legacy across sports – both in our Boston backyard with teams like the Revolution, and globally.
“We are thrilled to expand our partnership with the Revolution, bringing the presence of the Gillette brand to the forefront of MLS fans and consumers nationwide.”
Other prominent Gillette partnerships in the world of soccer include the elite UEFA Champions League European club competition, of which it is a licensing sponsor.
In terms of the Revolution, meanwhile, Gillette supplants long-term front-of-shirt sponsor UnitedHealthcare, which had been the team’s main partner since the 2011 campaign.
GlobalData Sport analysts estimated that the UnitedHealthcare deal had a value of $2 million per year initially, doubling to an estimated $4 million in the 2024 season, (owing to the growing profile of MLS in the US).
Gillette’s naming rights deal covering the 65,878-capacity Gillette Stadium – also used by the New England Patriots American football side that shares an owner with the Revolution (Kraft Sports Group) – began in 2002 and is worth a reported $7 million per year after it was extended through 2031 nine years ago.
This makes Gillette’s coverage of the stadium a $105 million commitment to Kraft Sports Group from 2016, and a $210 million commitment in all since 2002, not counting what the firm also paid as a commercial partner of the Revolution, which is estimated to be $750,000 per year prior to the shirt sponsorship.
